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Splendid Communications

Core disciplines: Integrated marketing, Public relations (PR), Search, Social

One of the Top 30 most viewed agencies for 2017

Show Your Spirit

We created an event and European tool kit for the Diageo World Class competition to co-create a new spirit brand

THE CHALLENGE:

We needed to drive engagement with elite bartenders across Europe with an opportunity to co-create a commercially successful innovation with Diageo – a first for the drinks industry.

 

PEOPLE FIRST INSIGHT:

Bartenders see themselves as the true arbiters of taste and are trendsetters in the drinks industry.

 

THE STORY:

Show Your Spirit: We challenged bartenders across Western Europe to submit ideas to win the chance to co-create a new spirit or liqueur to sit within Reserve brands, Diageo’s luxury spirits collection.

The campaign was split into the three clear phases:

  • Phase 1: Competition launch
  • Phase 2: Finalists announcement and voting
  • Phase 3: Boot Camp and the Live Final

We created a panel that included some of the most well-known and respected industry experts, including Salvatore Calabrese and Joerg Mayer, to help choose the winning liquid.

We also created a Show Your Spirit Twitter channel to engage with both bartenders and influencers alike.

 

222 

high calibre entries

 

25,000 

official votes for the 4th finalist

 

+3,205

sizzle reel views

 

146 

pieces of coverage

 

52 million

opportunities to see

 

345 

Twitter interactions

 

Content passed on 

163 times

 

 

Potential reach on Twitter of

461,752

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